SYDNEY, AUSTRALIA – Australia creative innovation company R/GA has partnered with TPG
Telecom to redefine its brand portfolio strategy, creating a future-ready identity and marking a new chapter for one of the country’s largest telecommunications providers.
Since the 2020 merger of Vodafone and TPG, the company has evolved into Australia’s third-largest telecom provider, uniting some of the most well-known brands in the market. R/GA’s work ensures these brands remain differentiated, relevant, and built for future growth.
As part of the broader transformation, R/GA has redefined the roles of TPG Telecom’s diverse brands – including Vodafone, TPG, iiNet, AAPT, Internode, Lebara, and felix – clarifying their market positions and strategically sunsetting legacy brands where needed.
R/GA reimagined Vodafone’s brand personality and voice through the lens of an Adventurous Spirit, crafting a brand toolkit that modernized the most iconic elements of its global identity for the Australian market. This included a refreshed approach to photography and typography, a tiered design framework to guide customer journey-based communications.
At the same time, TPG itself launched a new brand identity and purpose, In Your Corner, shifting beyond transactional telco messaging to emphasize value, reliability, and everyday support—setting it apart in a category dominated by price-led promotions.
Throughout the process, R/GA applied its philosophy of building brands as operating systems – prioritizing tools over rules to ensure cohesion across digital and physical touchpoints. This future-proof approach allows TPG Telecom’s brands to adapt in real time to evolving customer needs.
“TPG is a brand that doesn’t just connect Australians — it champions them. Grounded in the idea of being ‘in your corner,’ we designed every element of the new brand system to reflect TPG’s steadfast confidence. From a dynamic design system that draws on the visual language of everyday life, to our refreshed logo, with its iconic dot always at the ready, the new brand reflects an organization that’s showing up not to shout, but working hard in the background…to support you,” Ben Miles, Chief Design Officer, APAC, R/GA said.
“We’ve refreshed how we look, but what we stand for stays the same – exceptional telco at great value,” Krista Blythe, Head of Brand at TPG Telecom said. “This refresh is about showing up in a way that reflects how far we’ve come. Whether it’s our NBN price beat guarantee, or having Australia’s best mobile provider in your pocket, you can’t lose as a TPG customer. We will continue to deliver on that promise for our customers as our new brand identity marks the next chapter for TPG, evolving the telco into a contemporary, digital, value- leader.”
CREDITS:
Client: TPG Telecom
Lisa Cronin, Head of Brand
Krista Blythe, Senior Brand Manager
Laura Mura, Brand Manager
Creative innovation studio: R/GA
Chief Designer Officer, APAC: Ben Miles
Creative Director, Visual Design: Henry Cook
Senior Visual Designer: Louis Johanson
Visual Designer: Kelly Phan
Associate Creative Director, Visual Design: Sam McGuinness
Associate Creative Director, Verbal Design: Jane Duru
Verbal Design Director: Amy Scott
Senior Verbal Designer: Claire Rorke
Senior Copywriter: Michael Pickering
Group Account Director: Josh Agnew
VP, Executive Strategy Director, Asia: Brady Ambler
Group Director, Business & Strategy: Kay Chrystal-Lord
Group Director, Experience Strategy: Stephen Naomi
Strategy Director: Amy Lee Stewart
Executive Content Producer: Kyle Belcher
Senior Producer: Kimberley Tong
Senior Producer: Sebastian Leat
Senior Motion Designer: Mac Archibald
Senior Motion Designer: Ryan Walker
Sonic Branding Agency: Smith & Western
Nick West
Dan Higson
